More AI, More Personalization: Perfecting Engagement In The AI Era
Earlier this week, I wrote about AI use across a variety of organization sizes. Regardless of size, we marketers are all in what is clearly setting itself apart as an AI Era, a name which no doubt delights the Swifties across the world and which ON24’s latest report used to help distinguish recent periods, particularly in terms of how engagement has evolved.
(Source: ON24)
“B2B marketers see promise in AI for personalization, with 84% believing that it makes it more obtainable,” the report says, highlighting the one-to-one AI-driven content that was more manual (or non-existent) in previous eras. “The reason for the impact is simple: buyers respond far more positively to personalized and relevant marketing.”
Overall, the study found that nearly nine out of 10 respondents (88%) will use AI for personalization, with current adopters obviously seeing greater potential.
“While the majority of those B2B marketers who are using AI expect personalization to elevate existing marketing channels (68%), optimize new marketing channels (64%), improve engagement (59%) and close deals faster (54%),” the report says, “a much smaller share of those not using AI expect to see these benefits with personalization. The only exception is with improved engagement, where two-thirds (65%) of non-AI users expected to see benefits from personalization.”
(Source: ON24)
More than half (55%) personalize sales outreach, followed by content recommendations (47%), email (46%), and display advertising (42%). For that content and other digital experiences, 52% of marketers based the personalizations on key account segment data, 46% on specific named accounts, 38% on persona such as job titles, and 37% on specific form fills and content requests.
ON24 recommends CRMs and marketing automation platforms to centralize first-party data and ensure it’s “being aggregated from various sources (such as your webinar platform, on-site chat, ABM solution) into a unified location.”
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